DIRECT NEWS: BA Club World task goes to DM shops

British Airways is launching a promotion through three of its below-the-line agencies, Carlson, Tullo Marshall Warren and Claydon Heeley, for its premium business traveller product, Club World.

British Airways is launching a promotion through three of its

below-the-line agencies, Carlson, Tullo Marshall Warren and Claydon

Heeley, for its premium business traveller product, Club World.



The initiative follows this week’s news that the airline has lost pounds

50 million in revenue due to long-haul Club World passengers defecting

to other airlines. An internal BA survey of its Gold Card members - the

top tier of its tri-partite Executive Club - revealed that 48 per cent

of its former flyers prefer to fly with business-class competitors.



This is the first time that three below-the-line roster agencies have

been briefed together for a single campaign. The creative strategy, led

by TMW, bypasses the usual corporate image and focuses instead on the

staff members behind the service.



’We have used real-life photography of British Airways staff at work

across the key airline departments, giving their own individual promise

to provide business travellers with the best possible service,’ Chris

Freeland, the group account director for BA at TMW, explained.



The initiative is based around a core ’promise’ brochure, also developed

by TMW, and has been extended into a fully integrated campaign. The

Carlson mailing will go out to 200,000 of the 650,000 existing Club

World members, selected according to their travel record.



Additionally, inserts by Carlson will be enclosed in the welcome packs

for new members.



Claydon Heeley’s task is to target the 25,000 travel agents that sell

the Club World flights and give them their own incentive scheme.